/ Growth Tactics

3 User Personalization Ideas for Content Marketers

Content marketing works. Rich and valuable content attracts and guides users through sales funnels without making them feel like you are pitching.

But most content marketers also face certain challenges:

  • How to utilize intent signals from blog posts and videos to drive conversions?
  • How to harvest potential interest before visitors are ready to purchase?
  • How to position content in a way it is supporting user flows and funnel conversions?

Clearly there is more to it than just producing suitable content. Smart Insights lists content marketing followed by big data and AI / machine learning as the most important marketing trends in 2018. If marketers combine content with data they may unleash the full potential of both worlds.

In this blog post, we are going to take a look at three use cases revealing how user segmentation and personalization help content marketers to drive conversions, sign-ups and other important metrics.

User Personalization Use Case: The Home Depot

The Home Depot is one most popular websites for DIY and professional renovation projects alike.

Home Depot DYI Homepage

The Home Depot’s Assets

Home Depot’s marketing mainly focuses on content. While providing a library of instructional videos and info on DIY projects, Home Depot subtly and efficiently attracts future buyers of tools and supplies.

Convert Users Into Buyers Via On-Site Messaging

The goal of this use case is to

  • Display suitable upsell products to buy
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing conversion rates and/or AOV

How to Display Products Only to Users Who Need Them?

A broad user spectrum makes it difficult to identify and approach users in an individual yet automated way to successfully drive conversions.

Create a User Personalization Campaign to Boost Sales

Driving conversions with tailored upsell offers is a great use case for user personalization. You may easily segment only the right users you would like to approach to while still gaining full control over your campaign (compared to a fully automated recommendation suite).

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Watched informational caulking videos at least two times
  • Browsed the “Bath Projects” section
  • Are predicted to not add any product to the cart

This is how our user segment would look like:

Home Depot Sample Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Purchased a Product”)
  • One or more message copies
  • Additional delivery preferences (only trigger messages at “Caulk & Sealants” section)

The final message could look like this:

Home Depot Store Message

Why a Message at This Time?

Users at this time

  • Are browsing the section “Caulk & Sealants”
  • Watched informational caulking videos at least two times before
  • Previously browsed the “Bath Projects” section
  • Are predicted to not add any product to the cart

In this scenario, we offered a free shipping plus upsell option only to the right users increasing conversions and AOV.

User Personalization Use Case: Pottery Barn Kids

Pottery Barn Kids offers kids and baby furniture, bedding and toys designed to delight and inspire.

Pottery Barn Home Page

Pottery Barn Kids’ Assets

Hub of the company’s content strategy is the "Tips and Ideas" article section:

Pottery Barn Tips and Ideas

Inspiring posts often link back to the store and offer great inspiration, tips and give buying incentives.

Convert Readers Into Buyers Via On-Site Messaging

The goal of this use case is to

  • Display suitable products to buy
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing conversion rates and/or AOV

How to Merge Content Marketing With User Intent?

A diverse user base makes it difficult to successfully drive conversions. The right intent needs to match with the right piece of content.

Create a User Personalization Campaign to Boost Sales

Driving conversions with suitable offers based on recently read content is a great use case for user personalization. You may easily segment only the right users you would like to approach to while still gaining full control over your campaign (compared to a fully automated recommendation suite).

We want to target users showing intent to buy furniture. We want to promote desks to these users if they have not added any product yet and if they browse desk related blog posts.

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

We also may track users across the three domains:

  • Pottery Barn Kids
  • Pottery Barn Teen
  • Pottery Barn

to secure all user behavior is segmented properly.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Browsed the Pottery Barn Kids furniture section
  • Browsed any post at “Visits Tips and Ideas” related to desks
  • Are predicted to not add any product to the cart

This is how our user segment would look like:

Pottery Barn Kids Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Purchased a Desk”)
  • One or more message copies
  • Additional delivery preferences (only trigger messages on blog posts)

The final message could look like this:

Pottery Barn Kids Behavioral Messsage

Why a Message at This Time?

Users at this time

  • Browsed the Pottery Barn Kids furniture section
  • Browsed a post at “Visits Tips and Ideas” related to desks
  • Are predicted to not add any product to the cart

In this scenario, we offered a desk only to the users previously showing intent in furniture while increasing conversions and/or AOV.

User Personalization Use Case: World Market

World Market is offering furniture, affordable home decor, imported rugs, curtains, unique gifts, food, wine and more.

World Market Inspiration Page

World Market’s Assets

World Market are pros at using content as a way to guide their users though the sales funnel.

A content section called "Inspiration" provides tutorials, recipes and photo lookbooks of certain room types while featuring related and assorted products.

Convert Users Into Buyers Via On-Site Messaging

The goal of this use case is to

  • Guide users to another section before they drop off
  • Based on individual user actions and intents
  • Without affecting regular users
  • Increasing conversion rates and/or AOV

How to Only Approach Users Who Are About to Drop Off?

A broad user spectrum makes it difficult to identify and nurture users who are about to drop off while leaving other users undisturbed.

Create a User Personalization Campaign to Nurture Users

Efficiently driving conversions by offering a free shipping only to users who are about to drop off is a great use case for user personalization. You may easily segment only the right users you would like to approach to while still gaining full control over your campaign.

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Already browsed five Halloween items without adding any item to the cart
  • Are predicted to not add any product to the cart

This is how our user segment would look like:

World Market Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Purchased Any Product”)
  • One or more message copies
  • Additional delivery preferences (5 seconds delay)

The final message could look like this:

World Market Halloween Message

Why a Message at This Time?

Users at this time

  • Already browsed five Halloween items without adding any item to the cart
  • Are predicted to not add any product to the cart

In this scenario, we offered a free shipping option only to the right users while keeping them engaged.

Boost Your Content Marketing Via User Personalization

Target visitors based on their behaviour across channels while you still retain full control over your campaign.

If you are struggling with long customer journeys and fragmented visitor segments, this approach can be your tool to drive conversions.

Just be personal, in a smart way.

Want to Get Your Users engaged and converted?